金钱概念对自我提升产品偏好的影响研究

随着社会物质水平的提高，很多人未必真正拥有财富，但经常暴露于金钱的刺激之下，容易形成金钱概念，会产生拥有金钱财富的效果，根据成就动机理论和市场定价模式，启动金钱概念的消费者倾向选择有利于自我发展的消费选项。以中国高校学生作为研究样本，采用实验方法，设计3个实验，借助SPSS软件对实验数据进行方差分析，探讨金钱概念对消费者自我提升偏好的积极影响，并进一步探讨成就动机的中介作用和购买目标的调节作用。实验1选择一种有助睡眠的口服溶片作为实验材料，采用提升类型(自我提升vs.非自我提升)×金钱概念的2×1组间实验，结果变量为支付水平，验证金钱概念对消费者自我提升偏好的积极影响。结果表明，相对于非自我提升类型，金钱概念的消费者对自我提升类型的支付水平更高。实验2选择维他命水饮料作为实验材料，采用单因素组间实验设计(金钱概念组vs.控制组)，结果变量为自我提升类型和非自我提升类型的对比选择，验证金钱概念通过成就动机影响自我提升偏好。结果表明，金钱概念诱发成就动机，进而积极影响消费者对自我提升类型的偏好。实验3选择棋牌游戏作为实验材料，采用金钱概念(有vs.无)×购买目标(他人vs.自己)×提升类型(自我提升vs.非自我提升)的2×2×2组间组内设计，金钱概念和购买目标为组间设计，提升类型为组内设计，结果变量为支付意愿，检验在不同购买目标情况下，金钱概念对消费者自我提升偏好的影响。结果表明，金钱概念对自我提升偏好的影响只局限在购买目标为自己的情况下，在为他人购买时，金钱概念对自我提升偏好的影响不显著。研究结论有利于丰富金钱概念研究，拓展金钱概念在消费领域的研究内容；有利于营销者掌握金钱概念对消费者购买决策的影响机理，深入了解消费者的购买心理，制定相应的品牌和产品管理措施，提升自我发展相关产品的销售；有利于人们树立正确的金钱观和消费观，管理好金钱财富，理性地对待金钱。

Research of Money Concept on Self-improvement Preference

With the increase in social materialization, many people may not truly have wealth. But under the frequent exposure to stimulation of money, people tend to shape money concept and then generate the fantasy of wealth possession. According to the achievement motivation theory and the market-pricing mode, consumers who are money-priming tend to choose self-improvement consumption. Through the samples from Chinese college students, we conduct three separate experiments and make variance analyses of the experimental data by employing SPSS software. The paper discusses the positive effect that money concept has on self-improvement preference, the mediating effect of achievement motivation, as well as the moderating effect of purchase target.Experiment 1 selects an oral solution that can help sleep as the experimental material to testify the positive impact of money concept on consumer self-improvement preferences by using 2 (improvement type: self-improvement vs. non-self-improvement) × 1 (money concept) as between-subjects experimental design and payment level as the outcome variable. The results show that consumers who are money-priming have a higher payment level for self-improvement type than those of non-self-improvement type.Experiment 2 selects the vitamin water beverage as the experimental material to verify the mediating role of achievement motivation between money concept and self-improvement preference through the single factor between-subjects experimental design (money concept group vs. control group) and considering the choice between self-improvement type and non-self-improvement type as outcome variables. The results show that money concept leads to achievement motivation and positively affects consumer preferences on self-improvement type.Experiment 3 selects a chess game as the experimental material to testify the influence of money concept on consumer self-improvement preferences under different purchase targets through considering willingness to pay as the outcome variable and adopting 2 (money concept: yes vs. no) × 2 (purchase target: others vs. yourself) × 2 (improvement type: self-improvement vs. non-self-improvement) as between-subjects and within-subject experimental designs, in which money concept and purchase target is between-subjects design and improvement type is within-subjects design. The results show that the impact of money concept on self-improvement preferences is significant only in self-oriented purchases, but not in purchasing for the others.The conclusion is helpful to enrich the money concept studies in terms of expanding the content of money concept in the field of consumer research. It also helps marketers to increase sales of self-improvement products by means of grasping the influence mechanism of money concept on consumer purchasing decision-making, further understanding consumer psychology, and stipulating appropriate brand management measures. Finally, the conclusion is conductive for people in establishing their correct money values, consumption concept and wealth management as well as in treating money rationally.